Chulanova G. V., Shevchenko S. V. Gender marked words in advertising texts: the equivalence of translation

Abstract

The article deals with the peculiarities of translation of English advertising texts with gender
markedness which is reflected through the usage of the gender marked words. The paper is aimed at
the distinguishing the characteristic features of the process of translation of advertising texts
containing gender marked units. The aim of the research implies the conducting of the detailed
analysis of the advertising text as a linguistic phenomenon and the nature of the gender marked units
as an effective means for influencing the addressee in the process of advertising communication. The
main categories of the gender marked units within advertising texts were defined. The influence of the
defined types of gender markedness of the advertising texts on the process of their translation was
also analyzed